A recent research survey suggests consumers are becoming less willing to pay higher prices for “green goods”—everything from organic foods to hybrid cars. Just 42 percent of consumers surveyed in the latest GfK Roper Green Gauge report say they are willing to pay more for a "green" car—down from 62 percent in 2008. And only 60 percent say they'd be willing to pay more for energy-efficient light bulbs, down from 70 percent.
Does the trend suggest a greater unwillingness of U.S. consumers to go green? Perhaps not. Perhaps, consumers are expecting less pesticides and more gas mileage as a minimum requirement for them to purchase. They’re less willing to pay more, but no less willing to buy. Another theory is that Americans are skeptical of the environmental impact of green goods, or that the recession is still affecting a penny-pinching mentality on buying habits.
Check out "green" spending behaviors by U.S. consumers in the report: "Organic Buying, Other Behaviors Have Gone Mainstream – But Green Purchasing Still Faces Price Barriers" and judge for yourself.